Since 1978, the iconic and massive 116-metre billboard in London’s Piccadilly Circus has been owned by Japanese brand Sanyo – but no more with Korean automotive giant Hyundai taking over.
And Hyundai hasd been quick to change the logo to uits own ‘New Thinking’ tag-line, but also updating the site’s neon lights (as used since 1923) to new LED lights which use 90 per cent less power and are more flexible for different creative executions.
The Piccadilly Circus billboard is seen by more than 56-million people each year and in its 100-year history has promoted more than 11 brands (although naturally Sanyo’s run of 33 years instantly identifies the Japanese consumer electronics brand with London).
In addition, Hyundai has secured the dominating 460-square metre sign on top of the Revenue Tower skyscraper overlooking Hong Kong’s Victoria Harbour. Another popular tourist location, the Hong Kong site is seen by around 6.2-million people each year.
Hyundai has enjoyed a premium signage location in New York’s Times Square since 2009.
